One of the best ways that marketers have to connect with consumers is to use the data that consumers share with their activities. They express their preferences with every page they visit and every click. This creates an understanding between consumer and brand that this data will be used to create better experiences for the consumer.
Consumers check boxes and agree to privacy policies because they want brands to communicate with them as individuals, not as part of a large group. Please use my preferences to provide me with relevant offers, they say. It is up to marketers to capture that data and to make it actionable.
Marketers see all of this data across their various systems and want to hold up their end of the bargain. It is not always possible without the right tools in place.
Complex segment building
Creating segments based on customer data is the first step in providing more relevant offers and messages. Lots of marketing software requires knowing computer code to build these complex segments. Smart marketers know that when they find systems that let them use a drag-and-drop interface for segmentation, then they control their world and don’t have to rely on others for programming assistance.
Real-time customer activity
The speed of change in marketing pales in comparison to the speed at which consumers’ expectations change. This is why it is so important to be able to capture real-time customer activity and use it to create marketing messages that resonate. When customers put something in a cart, review a web page, or even make a purchase, all of those preferences must be considered in a brand’s next communication. Consumers have come to expect that brands know everything about them, but especially what they just purchased.
Personalized customer experiences
Data is the key to creating personalized customer experiences. The more brands know about their customers, the more they are able to strategically and precisely target customers. That’s a marketing speak for “know your customers.” It is easy to capture data across all of a brand’s system, but it is harder to make sure it is being used. Thinking like a customer and what it means to be known by a favored brand is one way to consider how best to personalize messages and offers with accumulated data.
Communications that resonate
The use of real-time data and personalized customer experiences create communications that resonate with customers. Right message, right time, and right channel are all ways to make sure that the message lands with the expected results. Pulling in the right data about each and every customer is how brands can build trust with customers. These communications don’t just encourage a purchase today, but they can start relationships with consumers that lead to future purchases.
Calculated and predictive insights
Marketing technology needs to support marketers and help them improve their results. When proven algorithms are added in to the tools, this lets marketers manage a large amount of data with more success. Software that generates insights from the collected data and provides that back to marketers in an actionable way – right in the same place where they create their marketing campaigns – is exactly what marketers need.
Marketers use a variety of tools to communicate with customers, but when they are able to take action with the data in one system, that’s when they are truly able to succeed at engaging customers.
As a platform technology company, Cheetah Digital combines robust data management and cross-channel communication abilities with dedicated, in-house professional services. We help marketers execute complex, enterprise-scale marketing programs and effectively drive lasting customer loyalty. We are a business partner to the world’s best brands, and have employees across 13 countries.